develop on android & find success on google play | matteo vallone

Google Confidential and ProprietaryTitle | Subtitle

Develop on Android and Find Success on

Google PlayMatteo ValloneBusiness Development Manager Google Play EMEA

Kacey Fahey

[email protected] [email protected] New slide.

Matteo Vallone

again, I prefer the older version so I'll move this to appendix and re create

Kacey Fahey

[email protected] [email protected] New slide for SGN icon tests

Matteo Vallone

thanks we don't need this though as we already have a much stronger case for icons

Matteo Vallone

moving to the appendix

Kacey Fahey

Sample slide condensing related imagery and latest results. Also can be found in slides 22-24 https://docs.google.com/presentation/d/1ZXu10cLs3EDZvjnge-4zou36R_n9j45Go2NeUFb_jbY/edit#slide=id.gcbe5c70cc_0_557

Matteo Vallone

I preferred the old slide as it lets me ask the audience what they think is the winner before revealing it. Moving to appendix

1+ Billion active devices

400 OEMs

developing for Android

500 Operator

partnerships

1.5M Android devicesactivated daily

1B+

77%of EMEA’s smartphones run Android

iOS OtherAndroid

Source: Canalys Q2 2015

14.7% 76.7%

8.7%

EMEA smartphone installed base forecast

2014 2015 2016 2017 2018 2019

250M

500M

750M

1B

1.25B

iOS

Other

Android

Source: Canalys Q2 2015

2012 (2H) 2013 2014 2015

Cloud Test LabPlayer AnalyticsDeveloper pages

Halt staged rolloutsPre-registration pages

Store listing experimentsUniversal app campaignsDistribute to Android Auto

Search ads in the Play StoreOpt-in to Google Play for WorkOpt-in to Designed for Families

User acquisition performance report Export data & programmatic access

Content ratings & new review process

History logEmail alerts

App IndexingSecurity alertsPublishing API

New game statsSubscriptions features

Distribute to Android TVDistribute to Android Wear

Reply to reviewsOptimization tips

Monetization reportsApp translation service

Beta testing & staged rollouts

Localized graphicsGoogle Play Developer Console

(Beta)

What’s new on Google Play?

Google Play features support you across the entire game development

IDEA PROTOTYPE SOFT LAUNCH LAUNCH OPTIMIZE

Store Listing Experiments

Player AnalyticsPre-Registration

Alpha & Beta testing

Open & Closed Alpha / Beta testing

PROTOTYPE

● Open testing: any user can opt in with a single click

● Closed testing: only specified users can join. Specify email address (new!), Google group, Google+ community

PROTOTYPE

SOFT LAUNCH

Track store listing visitors and conversion

Optimize your store listing conversions with Store Listing Experiments

PROTOTYPE

SOFT LAUNCH

HEADER IMAGE/VIDEO

ICON

DESCRIPTION

SCREENSHOTS

Experiment with every asset

PROTOTYPE

SOFT LAUNCH

Adriana Puchianu

we need to update the screenshot to avoid the white background

Matteo Vallone

??

Adriana Puchianu

there's an ugly white background on the screenshot (which cannot be cropped nicely), I can fix it quickly if you give me edit rights

Matteo Vallone

cool thanks. I have given you editing rights

Adriana Puchianu

done!


Variant C

+92%

Variant B

VS

Variant A

-31%

Control

-34%

PROTOTYPE

SOFT LAUNCH

Kacey Fahey

[email protected] I have 92% increase for variant C stated in the video. Should we update?

Lily Sheringham

@kacey yes should be 92%

Lily Sheringham

[email protected] Here's the updated icons with stats saying 92% - https://drive.google.com/a/google.com/file/d/0B3EFIjngvE1qTk5rYkxtYWtoWXpjQ1p4VUhNbXlyazhXelFZ/view?usp=sharingPlease replace this in the slide :)

Matteo Vallone

I have replaced it thanks

Adriana Puchianu

others case studies about experiments - SGN & Dots https://www.youtube.com/watch?v=9m6MoBM-sFI&list=PLWz5rJ2EKKc9ofd2f-_-xmUi07wIGZa1c&index=3Cookie Jam icon test - 8% increase in CRCustom Japanese icon - 12% better performancePanda Pop icon test - 25% increase in organic traffic, 4% increase in istall rateBook of Life icon test - 10% increase in performance; different copy tests - 4% improvementshttps://www.youtube.com/watch?v=4CqXCkcN_d4&list=PLWz5rJ2EKKc9ofd2f-_-xmUi07wIGZa1c&index=11Icon test - 7% improvementsscreenshots - 8% impact on CR

Adriana Puchianu

we have other SLE examples from Playtime, I will add the slides

Matteo Vallone

[email protected] do we have a deck on store listing experiments? I think Kongregate had experiments on other assets as well and I would like to something different than the icon

Adriana Puchianu

not really, there might be some useful information in the dev storyhttps://www.youtube.com/watch?v=EqiM4O-bveA

Adriana Puchianu

tests they did (based on video)1) icon - mentioned here2) screenshots - 14% increase in downloads3) texts all the experiments cumulated to over 45% increase in downloadsI think it would be good to integrate the entire video in the presentation

Store Listing Experiments +6%

PROTOTYPE

SOFT LAUNCH


-8%

PROTOTYPE

SOFT LAUNCH


-8%

40 Seconds 15 Seconds

-2%

PROTOTYPE

SOFT LAUNCH

http://youtube.com/v/_uFL1E5Ht3Q

http://youtube.com/v/MgtkvCtEIRM

-8%

"Store experiments have helped SGN improve its ROI equation by improving our costs through higher

conversion rates and improving our LTVs through higher retention rates".

Matt Casertano, SVP of game operations at SGN

PROTOTYPE

SOFT LAUNCH

Store Listing Experiments ● Conduct testing based on

hypothesis ● Test one thing at a time, then

iterateon the results

● Run experiments long enough to achieve statistical significance

● Pay attention to the winning banner displaying the experiment results

● Be bold!

PROTOTYPE

SOFT LAUNCH

Matteo Vallone

[email protected] can we show this publicly?

Pre-Registration

Player is drivento a developer’s marketing campaign pageand is pointed to pre-registration

PROTOTYPE

SOFT LAUNCH LAUNCH

Growing your business with Player Analytics

Player seesthe pre-registration page where they can pre-register

PROTOTYPE

SOFT LAUNCH LAUNCH


Player is informedthat they will get notifications on launch day of the game

PROTOTYPE

SOFT LAUNCH LAUNCH


Player is now pre-registered andsees the official YouTube video for the game and other stats about the game

PROTOTYPE

SOFT LAUNCH LAUNCH


The player scrolls down the page and sees that they can share the game with others

PROTOTYPE

SOFT LAUNCH LAUNCH


Launch Day:The game is ready to play! The player taps the notification and is taken to the game details page in the Play Store.

PROTOTYPE

SOFT LAUNCH LAUNCH


From there, the player can install the game, get the reward, and start terminating!

PROTOTYPE

SOFT LAUNCH LAUNCH

PROTOTYPE

SOFT LAUNCH LAUNCH OPTIMIZE

ACHIEVEMENTS LEADERBOARDS SAVED GAMES PLAYER ANALYTICS

MULTIPLAYER QUESTSGAME GIFTS

Google Play game services

PLAYER ANALYTIC

S

PROTOTYPE


Session percentile

Spend percentile

Days since last played

Average session length

# of session # of in-app purchases

Spend probability

Churn probability

Use player analytics stats to segment and target users

PROTOTYPE


● Developed by Eric Froemling, a one-man army who does everything

● Very compelling game● 3M+ downloads● Awesome retention

Case Study: Bomb Squad

PROTOTYPE


Adriana Puchianu

we have the full Bomb Squad story here (with additional information)https://www.youtube.com/watch?v=3ks0IwqLNnI&list=PLWz5rJ2EKKc9ofd2f-_-xmUi07wIGZa1c&index=7

Eric identified that sources of tickets

were too high

He made changes to item costs & rates

ticketswere earned

Rate of tickets used now exceeds tickets earned

Average Tickets earnedAverage Tickets Spent

23

1

+140% +67%

ARPDAU ARPPU

Sources & sink reports

PROTOTYPE


Google Play features support you across the entire game development

IDEA PROTOTYPE SOFT LAUNCH LAUNCH OPTIMIZE


Player AnalyticsPre-Registration

Alpha & Beta testing

Google Confidential and ProprietaryTitle | Subtitle

Thank youMatteo ValloneBusiness Development Manager Google Play EMEA

develop on android & find success on google play | matteo vallone

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